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Live from New York: Fragrance Online Presence Expands
Posted: December 10, 2008, from the December 2008 issue of GCI Magazine.
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Concluding the panel discussion, the experts agreed that the Internet is the best medium on which to generate brand buzz. “The whole idea of fragrance existing in a virtual world is unusual, because you can’t smell anything,” Nagle said, “but OsMoz.com has taken it to the mobile world, because we need to be where the consumer is.”
Beattie Discusses Elizabeth Arden’s Business Model
Introduced by Carlotta Jacobson, president of Cosmetic Executive Women (CEW), E. Scott Beattie, chairman and CEO, Elizabeth Arden, Inc., joined CEW for a newsmaker forum to discuss his company’s successful business model.
Jill Scalamandre, CEW chairperson, interviewed Beattie, noting that in his role, he has overall responsibility for Elizabeth Arden, Inc.’s global sales in excess of $1.3 billion.
With the acquisition of the Elizabeth Arden brand from Unilever in 2000, Liz Claiborne inherited a company with a heritage. The company’s numerous fragrances include those for celebrities Mariah Carey, Usher and Britney Spears, as well as for designers Badgley Mischka and Nanette Lepore. In addition, Elizabeth Arden Prestige now offers Juicy Couture, Elizabeth Taylor’s White Diamonds, skin care line Prevage, and is planning the launch of a new fragrance, Pretty, slated for spring 2009.
“Key to the company’s success is its connection with the consumer first,” said Beattie. “Second is its assurance that celebrity fragrances bear the hallmark of true commitment to the product, and third, products must be global in nature.”